It contains a gallery of notable works produced by various visual artists, photographers, and filmmakers using Apple products and, in some cases, third-party iOS and Mac apps. With the campaign, Apple apparently hopes to inspire other iOS and Mac users to, well, start something new themselves.

It’s unclear why Apple has apparently chosen to launch the campaign in Japan only. Perhaps it’s part of a larger advertising push aimed at keeping hold of the country as one of the tech giant’s biggest markets.

As it happens, the campaign’s launch comes just a few days before Apple’s “Lucky Bags” New Year’s retail store sale event, which is scheduled for Friday, Jan. 2.